Marketing Theory 3/e

Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. He is the Author/Editor of more than fifty books, most recently the Fifth edition of Marketing Strategy and Management (2014), and over 150 academic Chapters and Articles. He is the Founding Editor of the Journal of Marketing Management and currently Editor of the Journal of Customer Behaviour and the new journal Social Business. Mike Saren previously held chairs in marketing at the universities of Stirling and Strathclyde and was awarded an Honorary Fellowship of the UK Academy of Marketing in July 2007. He was a convener of the marketing streams at the Critical Management Studies Conferences, 1999-2011; and one of the founding editors in 2001 of the journal 'Marketing Theory'' (Sage Publications). Also co-editor of books on Rethinking Marketing, (Brownlie et al, 1999, Sage) and Critical Marketing: Defining the Field (Saren et al, Elsevier, 2007). His introductory text is Marketing Graffiti: The View from the Street (Saren, 2006, Butterworth Heinemann).

PART ONE: Overview of Marketing Theory Chapter 1: Marketing - Philosophy or Function? - Michael J. Baker Chapter 2: Marketing Theory - Michael Saren Chapter 3: A History of Historical Research in Marketing - D. G. Brian Jones and Mark Tadajewski Chapter 4: Marketing Ethics - Patrick E. Murphy and Kelly D. Martin PART TWO: Disciplinary Underpinnings of Marketing Theory Chapter 5: The Economics Basis of Marketing - Richard J. Varey Chapter 6: The Psychological Basis of Marketing - Allan J. Kimmel Chapter 7: The Sociological Basis of Marketing - Kjell Gronhaug and Ingeborg Astrid Kleppe Chapter 8: Cultural Aspects of Marketing - Kam-hon Lee and Cass Shum PART THREE: Theories of Marketing Management and Strategy Chapter 9: The Marketing Mix: A Helicopter View - Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich Chater 10: Marketing Strategy - Robin Wensley Chapter 11: Market Segmentation and Segment Strategy - Sally Dibb and Lyndon Simkin PART FOUR: Theoretical Sub-Areas of Marketing Chapter 12: Consumer Behaviour - Margaret K. Hogg and Rob Lawson Chapter 13: Marketing Communications in a Digital World - Julia Wolny Chapter 14: Theories of Value and Brand Equity - Mark S. Glynn and Roderick J. Brodie Chapter 15: Innovation and New Product Development - Susan Hart Chapter 16: Relationships and Networks - Kristian Moller Chapter 17: Theories of Retailing - Christopher Moore and Stephen Doyle PART FIVE: THEORIES OF SERVICE IN MARKETING Chapter 18: The New Service Marketing - Evert Gummesson Chapter 19: Service-Dominant Logic - Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari PART SIX: MARKETING THEORY, SOCIETY & THE ENVIRONMENT Chapter 20: Social Marketing Theory - Sharyn Rundle-Thiele Chapter 21: Sustainable Marketing - William E. Kilbourne and Anastasia Thyroff

Michael Baker and Michael Saren have developed their student text on marketing further to include emerging topics, such as sustainability and social media. Other new topics include service marketing. The book covers the contemporary marketing field well, and offers a good and interesting overview of marketing. -- Christian Groenroos This is a key text for students wishing to understand more about marketing theory. With contributions from leading international authors, the collection of chapters documents the main disciplinary influences on marketing theory and the theoretical evolution of key sub-areas. -- Pauline Maclaran